Relevant Content For Social Media. Sanjay Mehta, Joint CEO, Social Wavelength (@SM63) explores and teaches how brands should be and can be relevant to their audience in social media - in 140 characters.
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11.
12. Why
does
Social
Media
content
seem
like
it’s
markeIng
copy??
• Because
most
social
media
acIvity
is
markeIng
driven
• And
there
is
a
strong
markeIng
legacy
• This
is
the
one
way
copy
has
been
wriOen
by
marketers
forever!
Old
habits
die
hard..
• Except
it
doesn’t
work
now..
At
least
not
on
Social
Media
13. I
am
not
here
for
I
get
enough
of
this
your
markeIng
wherever
I
turn
–
spiel
TV,
hoardings
etc..!
I
have
come
to
Here
I
can
unlike,
social
media
to
get
block,
ban,
report
away
from
these!
spam..!
14. 38
million
acIve
Indian
Facebook
users…
• ..
Are
NOT
tuned
into
your
Facebook
page
• They
come
there
by
choice
• Or
they
got
lured
there
by
your
ads
• BUT
they
are
NOT
obliged
to
see
your
posts,
or
like
them,
or
even
like
your
page
itself
• They
can
ignore..
That’s
bad
• They
can
unlike..
That’s
worse
• They
can
bad-‐mouth..
That’s
worst
• And
the
reality
is..
They
can
do
ALL
of
those!
15. Which
means..
• You
need
a
beOer
content
strategy
on
social
media
• You
need
to
give
a
lot
more
respect
to
your
fans,
and
others
who
access
your
content
• You
need
to
fundamentally
offer
value
to
them
• Value
could
be
of
any
type
–
informaIon,
entertainment,
services,
love,
respect,
help
• In
short,
you
need
to
be
RELEVANT
to
your
fans
16. Another
reason
for
being
relevant?
• The
Facebook
algorithm
–
this
phenomenon
called
Edgerank
• “If
you
are
not
interesIng,
you
will
become
even
less
interesIng..”
–
yes,
ironical
as
it
may
be,
Facebook
is
unforgiving
and
ruthless..
• Fix,
or
become
totally
irrelevant
17. So
what
is
the
meaning
of
relevance?
• So,
you
are
an
FMCG
company…
• Just
to
be
‘relevant’
to
your
fans..
• And
because
they
like
these
topics..
• Will
you
start
talking
about:
• Anna
Hazare,
Sunny
Leone,
Rahul
Gandhi,
MayawaI,
Saif-‐Kareena,
Sachin
Tendulkar,
etc.?
• Relevance
for
fans,
NOT
at
cost
of
relevance
for
brand..
19. What
about
EmoIonal
Connect?
• Is
it
possible
on
Social
Media?
• “Will
you
miss
it,
if
it’s
gone?”
• Let’s
look
at
another
litmus
test…
• 2-‐3
months
into
the
existence
of
a
brand
Facebook
page..
• Will
your
fans
recognize
your
content
to
be
yours,
even
without
your
DP
/
brand
name??
20. So
what
should
your
content
plan
cover?
• Evolving
a
theme
–
a
kind
of
raison
d’etre
for
the
brand,
on
social
media
• Theme:
content
rich,
long
lasIng,
interesIng,
good
angles
to
branch
out
to,
storytelling
• Easier
when
a
tagline
lends
itself:
Just
do
it
• For
rest,
say
Titan:
Always
on
Ime
• Coke:
Life’s
a
fizz,
or
VW:
A
Smooth
Ride
21. Once
a
theme
is
in
place
• Figure
out
broad
manifestaIons
on
content
• What
kind
of
a
person
would
talk
this?
• Define
the
personality
of
the
talker
• Stay
consistent
to
the
personality
• Stay
focused
on
the
content
style
• Find
a
way
to
weave
back
brand
agenda
• Review
regularly,
tweak,
improve
-‐
ongoing
22. And
is
it
working?
• Facebook
insights:
Data,
data,
data
• Benchmark
key
numbers
• Tweak
• Long
term
consistency
23. In
Conclusion,
remember..
• You
are
taking
a
live
lecture
• You
are
performing
to
an
audience
• You
are
entertaining
in
real
Ime
• It
is
indeed
your
reality
show
• And
the
audience
can
either
stay
or
go
away!